Search Results

You are looking at 1 - 10 of 14 items for

  • Author: Michael Naraine x
Clear All Modify Search
Restricted access

Michael L. Naraine

Restricted access

Michael L. Naraine

Restricted access

Michael L. Naraine

The sport industry has experienced significant technological change in its environment with the recent rise of Bitcoin and its underlying foundation, blockchain. Accordingly, the purpose of this paper is to introduce and conceptually ground blockchain in sport and discuss the implications and value proposition of blockchain to the sport industry. After a brief overview of blockchain and the technology stack, the mechanism is conceptually rooted in the network paradigm, a framework already known to the academic sport community. This treatment argues that the decentralized, closed, and dense mesh network produced by blockchain technology is beneficial to the sport industry. Notably, the article identifies blockchain’s capacity to facilitate new sources of revenue and improve data management and suggests that sport management and communication consider the value of blockchain and the technology stack as the digital footprint in the industry intensifies and becomes increasingly complex.

Restricted access

Michael L. Naraine, Benoît Séguin and Eric MacIntosh

In this case study, students are exposed to the issue of stakeholder management through the lens of the National Football League (NFL), using a contemporary example of ambush marketing and player endorsement deals as the primary context. The case depicts nonfictitious events that involve players and their disdain for league policies regarding donning brands and products that violate exclusivity agreements the league has with other companies. After identifying the origins of the circumstances, the case profiles the three principal stakeholder groups involved (i.e., the players, the ambushed sponsor, and the focal organization) through their respective leaders (i.e., DeMaurice Smith, executive director of the NFL players association, Bob Maresca, president of Bose Corporation, and Roger Goodell, Commissioner of the NFL). Using fictitious commentary, the case culminates with the three actors utilizing the services of a sports consultancy firm as they work together to determine the best course of action. Learning objectives include understanding collegiality in a professional setting, and mitigating conflicting sponsorship strategies.

Restricted access

Michael Naraine, Shannon Kerwin and Milena M. Parent

This case study explores the issue of team leadership among players who have been selected to play for their national team in an international tournament. After the coaching staff had solidified the roster, a total of 12 (fictional) players were chosen to represent Canada Basketball on the senior women’s development team. With some players having known their teammates for only 2 weeks, the coaching staff has asked the team’s analytics specialist to gather data regarding the network of players within the team and present potential captains of the team to the coaching staff. Students will take on the role of the analytics specialist and provide the summary of the analysis to the coaching staff. Specifically, using a social network analysis approach, students will use the team’s network of players to determine which individual players are involved in the team’s leadership structure as captains. The primary objective of this case study is to afford students an opportunity to be acquainted with social network analysis in a sport management setting.

Restricted access

Michael L. Naraine and Milena M. Parent

The purpose of this study was to examine national sport organizations’ (NSOs’) social networks on Twitter to explore followership between users, thereby illuminating powerful and central actors in a digital environment. Using a stratified, convenience sample, followership between the ego (i.e., NSO) and its alters (i.e., stakeholders) were noted in square, one-mode sociomatrices for the Fencing Canada (381 × 381) and Luge Canada (1026 × 1026) networks on Twitter. Using social network analysis to analyze the data for network density, average ties, Bonacich beta centrality, and core–periphery structure, the results indicate fans, elite athletes, photographers, competing sport organizations, and local clubs are some of the key stakeholders with large amounts of power. Though salient users, such as sponsors and international sport federations, are also present in the network core, NSOs seem better able to increase visibility of their content by targeting smaller scale users. The findings imply managers may wish to reflect upon how these advantaged users can be incorporated into their social communication strategies and how scholarship should continue examining followership as well as content in online settings.

Restricted access

Michael L. Naraine and Milena M. Parent

This study’s purpose was to uncover national sport organizations’ (NSOs) perceptions of social media to understand how social media are situated and implemented. Specifically, the study sought to understand the perceived utility of social media, the rationale for the content produced and disseminated, and the factors affecting social-media implementation. Through semistructured interviews with Canadian NSOs, results were grouped into 3 themes: the value of social media (i.e., benefits, potential, and credibility), social-media use (i.e., content, types of social-media platforms, and rationale/motivations), and the challenges associated with social media (i.e., capacity, language issues, stakeholders engagement or lack thereof, and resistance). NSOs implement social media solely for business-to-consumer purposes. Social media act as a “double-edged sword”: NSOs believe that a good social-media presence requires sufficient resources but remain unconvinced of the “true” strategic value of social media.

Restricted access

Michael L. Naraine and Milena M. Parent

The purpose of this study was to examine sport organizations’ social-media activity using an institutional approach, specifically, to investigate the main themes emanating from Canadian national sport organizations’ (CNSOs) social-media communication and the similarities and differences in social-media use between the CNSOs. An exploratory qualitative thematic analysis was conducted on 8 CNSOs’ Twitter accounts ranging from 346 to 23,925 followers, with the number of tweets varying from 219 to 17,186. Thematic analysis indicated that CNSOs generally used tweeting for promoting, reporting, and informing purposes. Despite the organizations’ differing characteristics regarding seasonality of the sport, Twitter-follower count, total number of tweets, and whether the content was original or retweeted, themes were generally consistent across the various organizations. Coercive, mimetic, and normative isomorphic pressures help explain these similarities and offer reasons for a lack of followership growth by the less salient CNSOs. Implications for research and practice are provided.

Restricted access

Melissa Davies, Michael L. Naraine and Brandon Mastromartino

This case asks participants to take on the role of a brand consultant, working for the fictional brand management firm, BrandNew, to advise on the branding of a new National Hockey League (NHL) franchise. The consultant will need to identify the strengths and weaknesses in the brand equity for three previous NHL expansion or relocation teams (i.e., Vegas Golden Knights, Winnipeg Jets, Carolina Hurricanes) in order to understand what goes into selecting an effective team name, color scheme, logo, mascot, and how to socially integrate into the host city market. Consultants will then make recommendations for the NHL’s next expansion team in Seattle, Washington, so as to build sustained brand equity in the Seattle market.